PacSun had successfully built its business by selling merchandise from already established surf brands, but they were looking to establish their own brand identity. So we created a campaign that celebrated the fact that they were the go-to retail store when you wanted to embrace the California lifestyle and culture, while still being an individual. Wear what you want became the PacSun brand philosophy.
PACSUN
Pacsun wanted a refresh of their brand, so we thought keep it simple and hired the brilliant Peggy Serota.
Agency: Doner, Newport Beach
Role: ACD/CW, ACD/AD: Sue Green,
Photographer: Peggy Serota
COPY: wear what you like.